Everyone knows that hot-dogs, ketchup and mustard are nothing if without each other. So that’s exactly the story we told. Wiener Dogs (Dachshunds) or as they’re commonly called “hot dogs”, in hot-dog costumes running fearlessly across a lush field towards a waiting Heinz family of condiments, to the tune of Harry Nilsson’s romantic ballad “Without you”. A metaphorically literal metaphor and beautiful ode to one of the best pairings in the history of food: hot-dogs and Heinz. A social film at the core, with every element carefully added so that it would make the Internet fall in love with it.

We implemented an aggressive social media strategy to get the most out of our video on social media.

To start the buzz, we released the spot a week before the game as a Mashable exclusive. Other publications quickly started promoting the spot organically and then we partnered with Dogs of Instagram and other popular canine fan groups on social media to share our spot and promote it in a targeted environment.

During game day, as soon as the ad ran, we sent him a costume from the spot and let “Crusoe the Celebrity Dachshund”, a celebrity wiener dog with a 3 million person social-media following, take over Heinz’s Twitter account to engage with fans and other brands in real time.

2.1 Billion impressions

Over 40 million views online online

Biggest Twitter follower growth for a brand during the Super Bowl

#MeetTheKetchups became a Nationwide trend topic during the Game

#1 Super Bowl Ad for buzz

#2 in the USATODAY Ad Meter

Top scoring spot in the most states

#1 Most shared ad leading up and during the Super Bowl

#1 Super Bowl Ad for purchase intent